case study

case study: Allrecipes.com

Allrecipes Redefines Its Sales Approach with DART Adapt “DART Adapt has delivered significant benefits to both our sales and operations teams. The solution’s effectiveness and transparent control group reporting have allowed us to enhance our current advertising packages without adding operational complexity.” Dan Dillinger, Director of Ad Operations, Allrecipes.com

Results At a Glance

Objectives

Since implementing DART Adapt, Allrecipes has experienced an average monthly click-through lift of more than 38% among optimized campaigns. The site’s average click-through lift per advertiser has exceeded 105% in a given month.

Allrecipes, the world’s largest social network of food and entertaining enthusiasts, receives more than 175 million annual visits from users who share and download recipes, reviews, photos, personal profiles, and meal ideas. For more than 11 years, the Seattlebased site has served as a dynamic, indispensable resource for cooks of all skill levels seeking trusted recipes, entertaining ideas, everyday and holiday meal solutions, practical cooking tips and food advice. Allrecipes sought to increase client retention and share of wallet by improving ad performance throughout its site. The recipe site also wanted to add value to its current advertising packages and further differentiate its site inventory without increasing operational complexity. Strategy Allrecipes activated DART Adapt on more than 45 campaigns across its site to boost overall ad performance and provide a compelling sales proposition for its direct sales staff. Drive Client Retention, Satisfaction, and Share of Wallet By using DART Adapt proactively across a large number of campaigns, Allrecipes significantly increased the average click-through across its site and ultimately delivered increased client satisfaction and retention. Enhance Advertiser Sales Packages DART Adapt was immediately leveraged as a component of the Allrecipes sales presentation. By explaining the value of automated optimization and leveraging the reporting provided by DART Adapt’s built-in control group, the Allrecipes sales team gained a valuable premium offering for their ad sales packages. Add Value While Reducing Operational Complexity Because DART Adapt’s sophisticated algorithm automatically matched ads to top performing audience segments, including data about specific Allrecipes.com site sections, the need for micro targeting impressions to specific site areas was reduced. Advertisers felt confidant that their ads were being placed in front of the right users at the right time

Case Study: Allrecipes.com

without manually targeting many specific site sections for every campaign. As a result, the Allrecipes team delivered greater overall value with more streamlined campaign setup, management, and optimization. Results Allrecipes currently optimizes an average of more than 55 million impressions per month. By automatically matching advertiser campaigns with the user segments most likely to respond, DART Adapt has helped Allrecipes deliver results for its clients while boosting its bottom line:

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In its first seven months of using DART Adapt, Allrecipes experienced an overall monthly site clickthrough lift of more than 38%. The site’s average click-through lift per advertiser has exceeded 105% in a given month.

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Among Allrecipes optimized campaigns, 26 advertisers experienced greater than 50% performance lift with 21 advertisers receiving greater than 100% lift.

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This impressive campaign performance has helped Allrecipes increase retention of new advertisers as well as share of wallet for existing accounts.

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By reducing both the need to microtarget campaign impressions and the manual optimization of campaigns, Allrecipes’ operations team saved more than 20% of hours per week, per trafficker and dramatically reduced underdelivery and pacing issues, increasing client satisfaction.

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